By Kae Matundu-Tjiparuro WINDHOEK A perception exists among consumers that Namibia is not in a league of her own in terms of consumer products. Sooner or later this perception would be made to be exactly what it is, a misperception. Team Namibia says the country boasts with plenty of products mined, cultivated, caught and manufactured and processed locally. These products, which adore space on the shelves of our local supermarkets and other marketing outlets, vie for the attention of the Namibian consumers and rarely do consumers distinguish them as their own home-grown products. This is all about to change. Since 2004 when it was established, Team Namibia has been on this very mission to rectify the situation. Team Namibia Executive Committee member and its Operations Manager, Jaco Venter, who is also the Sales Director and shareholder of Plastic Packaging, says since old habits die hard Namibian consumers who through history have been fed on a diet of South African products, need a wake-up call. These South African products, he says, have stuck in the subconscious of local consumers, rendering them unable to distinguish between these products and services from their own Namibian products and services. This has been coupled with hitherto weak efforts to communicate to local consumers the existence of Namibian products which can stand their own on the market. Sooner or later the brand “Naturally Namibian” is to be endorsed on Namibian products to signify that a particular company, service or product has met a set of criteria relating to local content quality, fair labour and environmental responsibility. The idea is to market Namibia locally and internationally by promoting quality products, brands, services, opportunities and destinations under one generic trade mark, Naturally Namibian. With Government, the private sector and the labour sector having already bought into the concept of “Proudly Namibian”, and the initial hitches of disagreement over the brand and brand registration out of the way, Team Namibia has been working hard on a brand campaign for Namibian products. It will not be long before this ideal is realised, promises Venter. Starting from nothing in 2004, he says Team Namibia now has a good idea where it wants to be in two years’ time. Being in the vantage position with strategic partners such as the Joint Consultative Council (JCC), Namibia Tourism Board (NTB), the Ministry of Trade and Industry (MTI), Ministry of Mines and Energy (MME), National Union of Namibian Workers (NUNW) and the Namibia Agronomic Board, to name but a few, it is hard to see why that ideal cannot be realised. Venter sees the benefit of belonging to Team Namibia as having a close relationship with important strategic partners such as the MTI and the NUNW, having a platform where producers and service providers can exchange knowledge and experience and can draw on the patriotism that Team Namibia seeks to cultivate both among producers and service providers, as well as consumers. “Team Namibia is here to help you market your products with you,” he says, accentuating the benefits of the project and adding that the idea is to move away from the old school towards a united nation of producers, service providers and consumers. Team Namibia prides itself with more than 400 members, 301 of whom are fresh-produce farmers. Yet, Venter sees more scope for swelling the ranks of the project. In this regard he appeals for the support, help and involvement of all, especially those companies not yet on board. A Section 21 entity not for gain, Team Namibia is governed by a Board of Directors with the Annual General Meeting as its highest decision-making body. To further carry its mission, the project is currently planning a strategic session with the help of consultants. “To minimise unemployment, to create wealth for the people of Namibia and generate sustainable economic growth momentum by exploring opportunities, focusing on exports and adding value with only benefit to Namibia in mind,” it sets out its mission. Its founding sponsors are the Mobile Telecommunications (MTC), Bank Windhoek, Telecom Namibia, Namdeb, Ohlthaver & List Group of Companies and the First National Bank of Namibia. Team Namibia Board of Directors Chairperson, Tara Shaanika, says the essence of his organisation is to instil Namibians with a sense of national pride and thereby educate local consumers about the importance of buying local products and using local services. This starts with instilling pride in the country and this is a joint venture by Government, the Private Sector and individuals. He says there is currently a penchant for foreign products. These products are not necessarily better than those of Namibia, but still one finds Namibians who prefer foreign products to local ones. This is a mentality that needs changing. “Because Air Namibia is making losses, it does not mean foreign airlines are better than Air Namibia,” Shaanika emphasises, adding the importance of a mindset-change campaign for Namibians to start appreciating one another and the products and services they provide and to ultimately support one another. He says these campaigns are their primary mandate in which they are currently engaged .